Abstract:

A questionnaire inserted in the publication is normally a last resort, when used to obtain a description of the average reader. As an expression of the preferences of the more committed readers, as here, it seems so obvious that it is surprising it is not now used more often, especially when a separate check is carried out on non-readers. Equally, it seems reasonable to assist by research the choice of which articles in the magazine to promote. Finally, no one would quarrel even today with the methods outlined here to show advertisers that the magazine is a worthwhile medium. All in all, this paper shows that many of the essentials of our subject were well understood thirty years ago.